CBCH8 - Attitude Change and Interactive Communications...

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Unformatted text preview: Attitude Change and Interactive Communications Chapter 8 8-2 Changing Attitudes • Persuasion: effectiveness of marketing communications to change attitudes – Reciprocity – Scarcity – Authority – Consistency – Liking – Consensus 8-3 Tactical Communications Options • Who will be source of message? • How should message be constructed? • What media will transmit message? • What target market characteristics will influence ad’s acceptance? 8-4 Communication Model Figure 8.1 8-5 Interactive Communications • The traditional communications model doesn’t tell the whole story… – Consumers have many more choices available and greater control to process messages – Permission marketing 8-6 Updated Communications Model • Consumers are now proactive in communications process – VCRs, DVRs, video-on-demand, pay-per-view TV, Caller ID, Internet Figure 8.2 8-7 New Message Formats • M-commerce – Worldwide revenue will reach $39 billion in 2007! • Blogging – Moblogging – Video blogging (vlogging) – Podcasting – RSS (Really Simple Sydication) – Flogs (fake blogs) • Discussion: Are flogs ethical? 8-8 Interactive Response Levels • Response can be more than just a purchase/transaction – First-order response: transaction (sales data) – Second-order response: nontransaction customer feedback 8-9 The Source • Source effects: the same words by different people can have very different meanings – Source credibility – Source attractiveness • Match between consumers needs and offered rewards of source • Match between source and type of product – Experts for utilitarian products – Celebrities for social risk/impression products – “Typical” consumers for everyday/low-risk products 8-10 Source Credibility • A source’s perceived expertise, objectivity, or trustworthiness – Consumers’ beliefs that communicator is competent and provides competitor information • Credible source is persuasive when consumer has no formed opinion about product • Endorsement contract = large profits 8-11 Sleeper Effect • Over time, disliked sources can still get a message across effectively – We “forget” about negative source while changing our attitudes • Explanations – Dissociative cue hypothesis – Availability-valence hypothesis • Discussion: There’s a saying in public relations that “any publicity is good publicity.” Do you agree? 8-12...
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This note was uploaded on 11/22/2011 for the course MGT 104 taught by Professor Tim during the Spring '11 term at Aims Community College.

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CBCH8 - Attitude Change and Interactive Communications...

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